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MKT F24 > #4 Consumer Behaviour > Flashcards

#4 Consumer Behaviour Flashcards

1
Q

CDP

A

Consumer Decision Process

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2
Q

Factors that affect CDP

A
  1. MKT mix
  2. Psychological
  3. Social
  4. Situational
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3
Q

Psychological Factors

A
  1. motives
  2. attitutes
  3. perceptions
  4. learning
  5. lifestyle
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4
Q

Social Factors

A
  1. Family
  2. Reference groups
  3. Culture
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5
Q

Situational Factors

A
  1. purchase situation
  2. shopping situation
  3. temporal state
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6
Q

Psychological Factors

MOTIVES

A

driving forces behind consumer actions

desire 4 satisfaction, when need is unmet

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7
Q

Psychological Factors

MOTIVES

A

Maslow’s Hierarchy

checa foto

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8
Q

Psychological Factors

ATTITUDES

A

lasting evaluation u made towards something

product or idea

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9
Q

Psychological Factors

ATTITUDES have

A

3 interconnected components

cognitive, affective and behavioural

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10
Q

Psychological Factors

Cognitive component

A

what we believe it is true

colgate 9/10 dentistas lo recomiendan, es un %

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11
Q

Psychological Factors

Affective component

A

what we feel about it
what connects with you

Tigre Toño u Osito Bimbo

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12
Q

Psychological Factors

Behavioural Component

A

actions we take

click here or download now

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13
Q

Psychological Factors

PERCEPTIONS

A

how consumers interpret and respond 2 MKT messages

from your 5 senses

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14
Q

Psychological Factors

PERCEPTION has

A

4 selective components

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15
Q

Psychological Factors

Selective Exposure

A

what they want to be exposed to

only sports channel

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16
Q

Psychological Factors

Selective Attention

A

Focus only with their preferences

sports channel but only fut

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17
Q

Psychological Factors

Selective Comprehension

A

different interpretations from consumers and brand intentions

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18
Q

Psychological Factors

Selective Retention

A

reinforce their messages by using repetition a lot

“A que no puedes comer solo una” – Sabritas.

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19
Q

Psychological Factors

LEARNING

A

process where consumers change behaviour based on past/new info

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20
Q

Psychological Factors

Learning through experience

A

interacting with the product or service

free trials or samples

21
Q

Psychological Factors

Learning through info

A

acquiring info

advertising, mouth to mouth, reviews

22
Q

Psychological Factors

Behavioural Learning

A

people learn through repetitive actions

discounts and reward points in temu

23
Q

Psychological Factors

Cognitive learning

A

deeper understanding and reasoning

include FAQs

24
Q

Psychological Factors

Brand Loyalty

A

repeatedly positive experiences with the brand

25
Q
A
26
Q

Psychological Factors

LIFESTYLE

A

how people spend their $ based on habits, interest and activities

27
Q

Psychological Factors

LIFESTYLE

A
  1. Actual lifestyle (truly live)
  2. Perceived lifestyle (wish 2 project)
28
Q

LIFESTYLE example

A

North Face jackets
1. u do engage in cold activities
2. u just want 2 pretend: adventure

29
Q

Social Factors

A

Decisions influenced by external
Social environment

30
Q

Social Factors

FAMILY

A

understanding family dynamics

mi familia solo compra La Costeña

31
Q

Social Factors

Reference Groups

A

someone looks for guidance

beauty influencer on tik tok

32
Q

Social Factors

Reference Groups influence consumer behaviour in 3 ways

A
  1. providing info
  2. providing social approval
  3. improve their self-image
33
Q

Social Factors

CULTURE

A

shared values, beliefs, customs

beban tequila desde 15 en quinciañeras

34
Q

Social Factors

Group Buying Decision

A

initiator, influencer, deciders, buyers, users

35
Q

Group Buying Decision

Initiator

A

recognize the need 4 a product

36
Q

Group Buying Decision

Influencer

A

shape decisions with their expertise

37
Q

Group Buying Decision

Deciders

A

with autority 2 make the decisions

38
Q

Group Buying Decision

Buyers

A

handle the actual transaction

39
Q

Group Buying Decision

Users

A

ultimately use the product

40
Q

Situational Factors

A

psycho & social factors influence consumers the same way each time

41
Q

Situational Factors

A

Sometimes specific situations can change or influence your usual choices

42
Q

Situational Factors

Purchase situation

A

Adjust behaviour @ particular situation they find themselves in

u always buy comfy shoes, but need fancy ones 4 boda

43
Q

Situational Factors

Sensory situation

A

change their decision by sensory elements @ store

44
Q

Situational Factors

Sensory situations examples (4)

A

store atmosphere (olores/ music)
crowding (too much, bye)
promotions: sense of urgency 2 advantage
in store demon: interactive encourages impulses

45
Q

Situational Factors

Temporal State

A

customer’s mood or mental state

hard 2 predict or control, but important 2 know

46
Q

If you go to the grocery store when you are hungry and buy more than when you are full, it is …

A

temporal state

47
Q

Framing

A

How info is described changes choices

vaso medio lleno o medio vacío

48
Q

Anchoring

A

?

49
Q

Default bias

A

Choose the preselectioned option

MKT F24 (10 decks)

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